Marketing Plan on Galaxy S

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Faculty of Business and Information Technology

Assignment Cover Sheet

Programme: Bachelor of Applied Business Studies
Lecturer Name:____TENE, Kingi_______________________
Paper Number and Name: _____________________________
341 Marketing Strategy_______________________________
Assignment Title____Assessment 3______________________
Due date:____27, Apr, 2011______________________

We, as the members of Group ___ [indicate your Group number], certify that this is our own work and we have read and understood the Misconduct or Breach of Assessment Rules (Policy P7/10/8) that is found in the BABS Programme Handbook.

Students’
IDs:____________|_____________|_____________|____________ Names:____________|_____________|_____________|____________ Signatures:____________|_____________|_____________|____________ TABLE OF CONTENTS

Ⅰ. Objectives …….................................................. Ⅱ. Strategy……….......................................................................................6
Ⅲ. Pricing………....................................................................................7 Ⅳ. Coordination & Control...................................................................................9 Ⅴ. Action Plan................................................................................... Ⅵ. References................................................................................... Ⅶ. Appendices...................................................................................

1. Objectives
The most success-likely objectives for Galaxy S can be followings below:

(1) A new research department needs to be formed to inspire new ideas on products or any other innovative moves of the business. Most competitors have their own research team or department, especially Apple, to develop new items or strategies. Therefore, in order to lead and dominate the market, new product development project or team must be built up to produce very fresh and new type of Smartphone enhanced by the latest and most surprising technology. A new phone is expected to be invented within 3 years times when another version of IPhone is launched. Approximately, US$1b is needed to be invested each year, and a new product will be tested through several different markets. The main purpose of the product development is to maintain the recent level of market power, and to dominate market with the finest and best technology than any other alternatives. (Innovation Strategy – ‘Blue Ocean Strategy’)

(2) Diversifying the product into 4 different kinds based on distinctive preferences for mobile-interface, price, design, and features in order to gather more market shares from more various customer-bases. The most powerful competitor Apple’s latest product, Iphone4, has only one sort, with the same design, but with several different sizes of storage (8, 16, and 32GB), for customers to choose. Apple has been successfully in possession of over 22% of market share in global Smartphone market especially in North America, Europe, and Oceania regions, not as much in Asia, Africa, South America and Middle-East, which indicates that the rest of 78% of market shares has been neglected by Apple, so more diversified products can be used to gather more market shares in these different regions. Therefore, Galaxy S will be diversified into 4 different types to target these 4 different markets and gather the minimum of 25% of market share in the global Smartphone market for the next 3 years later. (The Smartphone market is foreseen to be maximized in 2013- See Appendix 1) (Product Differentiation Strategy)

(3) The current level of Brand-Equity of Galaxy S does not look satisfying. The existing customer loyalty and market leadership, measured on market share, are at the lowest level among five biggest firms (Apple, HTC, Nokia, RIM, Samsung – see Appendix 2) in the Smartphone market. However, as a new...
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